AHAA 22nd Semi Annual Conference

As AHAA uncovered at its last conference, Latino Identity is quickly mutating, going beyond acculturation, ethnic pride, language preference and socioeconomic levels to include dimensions like interpersonal orientation, time and space perception, spirituality, and gender perception. The way Latinos consume media is also mutating with traditional media such as Spanish-language broadcast and print very rapidly being layered with the internet, text messaging, video games and more as points of consumer contact.

Join us in Chicago as we examine new Latino media behavior and confirm how contact is being made!

Larissa Acosta
Conference Co-Chair
General Manager
Dieste Harmel & Partners

Monica Gadsby
Conference Co-Chair
CEO
SMG Multicultural

WEDNESDAY, APRIL 25

9:00 A.M. – 4:00 P.M.
AHAA BOARD OF DIRECTORS MEETING
Arriving in vessels of all shapes and sizes, the AHAA Board of Directors Meeting convenes to help show us the way.

6:00 P.M. – 8:00 P.M.
WELCOME RECEPTION
There is no conspiracy here. Just a great party.
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THURSDAY, APRIL 26

8:00 A.M. – 8:45 A.M.
BREAKFAST
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9:00 A.M. – 9:30 A.M.
CONFERENCE WELCOME
The truth is not “out there,” it's here, with Latino agencies that understand the unique ways of Latino consumers. AHAA's chairman and our conference co-chairs examine Latino mutations at all levels --- consumer, media and agency. We'll also salute the recipients of AHAA's first-ever Hispanic Media Planners and Buyers Rising Stars Recognition.

AHAA Chairman:
Carl Kravetz, Chairman and Chief Strategic Officer, cruz/kravetz:IDEAS

Conference Co-Chairs:
Larissa Acosta, General Manager, Dieste Harmel & Partners - San Francisco
Monica Gadsby, CEO, SMG Multicultural

9:30 A.M. – 10:15 A.M.
OPENING SESSION: LATINO MUTATION CONSPIRACY EXAMINED
Join us as we try to get the truth of this conspiracy directly from the consumer.
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Guest Speaker:
The Consumer

10:15 A.M. – 10:30 A.M.
COFFEE BREAK
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10:30 A.M. – 11:45 A.M.
MEDIA PLANNING CONSPIRACY UNCOVERED
Conill Advertising's challenge was to take Yaris from an unknown entity to the most recognized entry-level subcompact in the Hispanic community in one year. Specifically, reach sales volume of 6,400 units among Hispanics. This session uncovers how they combined traditional and digital media to create a new path to connect with Latino consumers.
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Presenters:
Sandy Mayer, Interactive Director, Conill
Ana Rodriguez, Director of Client Services, Conill
Laura Semple, Strategic Planning Director, Conill
Karen Treydte, Executive Media Director, Conill

11:45 A.M. – 1:30 P.M.
CONFERENCE LUNCHEON
Jello-O is said to nourish the soul, but we promise a real meal while we unveil the winners of the annual HispanicAd.com Exelencia Media Awards. Don't miss this opportunity to congratulate this year's winners in the categories of Best Plan Under $1 million, Best Plan Using Television, Best Plan Using Cable Television, Best Plan Using Direct Response, Best Plan Using the Internet, Best Plan Using Magazines, Best Plan Using Newspapers, Best Plan for Out-of-Home, Best Plan Using Radio, and El Gran Plan.
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Host:
Dolores Kunda, CEO/President, Lápiz Hispanic Marketing

1:30 P.M. – 2:30 P.M.
CO-CONSPIRING CLIENTS
Members of the Association of National Advertisers Multicultural Committee have been secretly working with their CMOs to capture greater Latino market share using Latino ad agency experts. Get the truth behind their successes and challenges during this one-on-one discussion.
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Presenters:
Carl Kravetz, Chairman, AHAA
Gilbert Davila, Chair, ANA Multicultural Marketing Committee and VP, Multicultural Marketing, The Walt Disney Company

2:45 P.M. – 4:00 P.M.
CONCURRENT SESSIONS
Digital Mutant Marketing
So you want to nail the fundamentals of digital marketing, do you? Well then, this is the session for you. We'll take an in-depth look at the five most important components of digital marketing: strategy, engagement, conversion, loyalty and measurement!
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Moderator:
Larissa Acosta, Conference Co-Chair

Presenters:
Jack Flanagan, Executive Vice President, comScore Media Metrix
Mark Lopez, Publisher, AOL Latino
Diego Naranjo, Director, Marketing Strategy & Services, Latin3

Technologically Mutated Latinos
What technology products do Latinos buy and use? What do they think and feel about their cell phone service and about using the Internet for online banking, shopping, customer service, and much more? The answers to these questions and more are uncovered here along with case studies of how the data was used in creating Latino consumer contact plans!
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Presenters:
Tamara Barber, Researcher, Forrester Research
Marcy Greenberger, Associate Media Director, Tapestry, a division of SMG Multicultural

Head Honcho Mutant Society
AHAA's Agency Principals Forum contemplates the future of media measurement with Nielsen Research.
Note: This session is open to owners and principals of member agencies only.

7:00 P.M.
EVENING EVENT
Trying to get to the bottom of the conspiracy takes its toll, so is time to relax. Join us for a night on the town at one of Chicago's swankiest nightclubs
Le Passage. It fits all the prerequisites for chic exclusivity, starting with the semi-hidden entrance at the end of a narrow alleyway just steps from Oak Street's Prada and Barneys New York stores. You descend a long flight of stairs into an environment filled with gilded furnishings and exquisite decor imported from France. Ooohlala!
Buses will depart from the Drake Hotel at 6:30 p.m.
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FRIDAY, APRIL 27

8:30 A.M. – 9:15 A.M.
BREAKFAST
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9:15 A.M. – 10:00 A.M.
WHAT MAKES A BUDGET HISPANIC?
Are Hispanic media budgets defined by language? And is that right definition going forward? If an agency recommends reaching Latinos through English-language media because the context is right for the brand, is that budget still considered “Latino?” In this session, great minds conspire to define what makes a Latino media budget Latino.
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Moderator:
Monica Gadsby, Conference Co-Chair

Presenters:
Fina di Salvo, US Hispanic & PR Communication Planning and Media Manager, Procter & Gamble
Lucía Fernández-Palacios, Media Director, Dieste Harmel & Partners
Rafael Urbina-Quintero, CEO, Batanga

10:00 A.M. – 11:00 A.M.
HOT MUTANT TRENDS
With Latino media behavior mutating at warp speed it's important to understand what some of the hottest trends in new media are. This group of experts takes us inside the world of search, social networking and word-of-mouth marketing to help keep us ahead of the curve.
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Moderator:
Matias Perel, Founder & CEO, Latin3

Presenters:
Sarah Carberry, Senior Account Executive, Google
Art Muldoon, Senior Vice President of Client Services, Bzz Agent
Jose Rivera Font, General Manager, Yahoo! North Latin America

10:00 A.M. – 11:00 A.M.
HEAD HONCHO MUTANT SOCIETY
AHAA's Agency Principals Forum contemplates the future and reviews pressing issues and priorities for the upcoming year.
Note: This session is open to owners and principals of member agencies only.

11:00 A.M. – 11:30 A.M.
HISPANIC BROADBAND LIFESTYLES
Broadband technologies, and the alternative and portable media platforms enabled by broadband, are growing in Latino consumer acceptance and usage– with important implications for media companies, content developers and advertisers. Come check out how Latinos are at once culturally and digitally fluent, leading the edge of the media technology revolution.
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Presenter:
Adriana Waterston, Vice President, Marketing and Business Development, Horowitz Associates

11:30 A.M. – 11:45 A.M.
COFFEE BREAK
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11:45 A.M. – 12:15 P.M.
LATINO AGENCY IDENTITY
As Latino Identity continues to mutate, what do Latino ad agency agents need to do next?
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Presenter:
Carl Kravetz, Chairman, AHAA

12:15 P.M. – 2:00 P.M.
CLOSING LUNCHEON
Celebrate as Jackie Bird takes the helm as AHAA's new Chairwoman and we salute the HispanicAd.com Media Executive of the Year.
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